CLIENT STORY: CLOUD-BASED TECH SERVICES
Media and Search Success, Driving Increased Sales, Leads and Revenues for This Tech Venture
Getting results for products based on a new concept can be a huge challenge, especially when budgets are low. Here I devised a way to drive leads to this tech startup while explaining in simple terms why their proposition makes sense for any business today.
A tech venture with a SaaS (software as a service) solution to help companies operate more efficiently and optimise sales and lead generation by tracking and improving response times to emails and incentivising sales teams to get back to prospects faster.
Although the proposition is a simple one, it is an entirely new idea to most businesses. This required an element of education and awareness be included in the marketing delivery – to boost take up by demonstrating the benefits quickly and clearly.
Search-optimised online content and tighter, more concise website copy helped drive more traffic to the site and make the case for implementing the product.
To further increase public awareness I recommended a ‘news-making’ public relations project. Here we targeted a specific industry – in this case Internet service providers, and secretly surveyed all 156 of the main industry players – measuring each one’s time to respond to a series of emails sent anonymously.
I then complied the resulting data into a report with commentary and take-outs that highlighted the need for faster response.
A media campaign that got the report covered in the Sunday Times and a number of national business publications, along with an increase in multiples of inbound leads from search engine optimised content marketing.
“Vince positioned our message plainly and made the point that fast email response is not only vital but a real competitive advantage for businesses online. The exposure we got was not only surprisingly broad but much more cost-effective than we expected. Along with the search-optimised content, many more people know the importance of replying to emails faster and are using timetoreply as a result.”